- 期刊
威寶電信－後進者的挑戰
VIBO Telecom Company －Challenge of the Late-Entrant
摘要
本個案主要探討台灣電信服務產業後進者威寶電信之競爭策略，在既有業者的競爭與用戶的使用習慣下，如何突破重圍在市場中崛起並確立市場地位？在1997年台灣電信自由化後，行動通訊服務業務主要由中華電信、台灣大哥大與遠傳電信等三大業者瓜分市場。在2002年第三代行動通訊執照方面，除了原有三大業者外，另有亞太電信與威寶電信取得。隨著台灣行動通訊市場的飽和，現有廠商競爭激烈，且消費者有其使用習慣與偏好，如何在市場中吸引消費者的目光，進而成為用戶，成了後進廠商相當大的挑戰。個案之時間架構在2005年至2010年。在威寶電信採取一連串積極的行銷策略後，用戶數大增。但用戶數大增是否能同時帶來營收增加，進而提高淨利，值得經營管理決策者省思。因此本個案之議題討論焦點在於，後進者如何突破先佔廠商優勢之競爭策略思維？在網內互打免費之策略下吸引新的用戶，如何確保營收持續成長？如何提供創新服務以及行銷手法，提升營收以減少虧損？在國內電信服務產業之結構與背景下，廠商競爭互動與創新策略的實例，可提供相當豐富的學習內容以及學理驗證之分析討論。
並列摘要
This case studies on the competitive strategies of the late-entrant in the Taiwanese telecommunication industry. How does the Vibo Company rival the early entrants and capture the market position under the competitors’ dominant market and users' loyalty behavior? After the liberalization of the telecommunication industry regulations on 1997, the Chunghwa Telecom, TaiwanMobil, and Far EasTone Company almost shared the market of wireless telecommunication service. The Government issued the 3G licenses in 2002, Vibo Telecom and Asia Pacific Telecom are also awarded, besides the former three incumbents. The market seems saturated, the companies compete fiercely, and the users have their experience and preference rigidly. Therefore, it is a big challenge for the late entrant to attract the potential user to be the profitable customer. The time frame of this case was from 2005 to 2010. The subscribers are still increasing after the Vibo adopted the popular marketing campaigns and offensive operational strategies. The burning issues of this case include the following: 1. what strategies the managers of the late-entrant have to elaborate to overcome the first-mover advantages of the incumbents, 2. how the revenues can be increased under the free internal network for attracting new subscribers, 3. what innovative services and marketing strategies will be in order to increase the revenues and decrease the loss. Under the structure of the telecommunication industry, these firms provide many examples of their competitive interaction and innovative strategies. They offer plentiful learning contents and empirical discussion of the theory.